Purpose This study explores the relationship between second-hand fashion retailers’ marketing tactics and the purchasing drivers of Generation Z (GenZ) consumers, defined as individuals born between the mid-1990s and early 2010s, in the Netherlands. This study aims to identify areas of alignment and …

Purpose This study aims to investigate the impact of Generative AI (GAI)-produced marketing communication on consumer trust and behavioural intentions, particularly purchase intention. This study explores how GAI’s anthropomorphism and transparency influence these outcomes. The findings aim to expand …

This study analyzes how consumers in Germany and the Benelux perceive ready-made meals. Using a combination of surveys and in-depth interviews, five value dimensions are evaluated: taste, health, convenience, sustainability, and price/value. The results show that taste and convenience are the main drivers …

As sustainable practices become increasingly important in consumer markets, brands are integrating upcycled ingredients into personal care products. However, consumer acceptance of these products is not guaranteed and often depends on psychological factors such as trust, perceived quality, and associations …

The report explores consumption barriers in the organic dairy category and identifies low consumer awareness of the benefits and added value as a main issue. Further, the proposed solution is a campaign aimed at educating and incentifying consumer though an engaging format that will address 4 key benefit …

Abstract: Electronic and electrical waste (e-waste) is growing fast. The purpose of this study is to examine young consumers’ purchase intention of refurbished electronic devices (REDs) such as laptop, tablet, mobile phone and game console. From literature review the factors that influence young consumers’ …

The concurrent growth of digital technologies, online shopping and spending power of millennials has created awareness and interest in environmental and socially conscious consumer behaviour. This research provides an evaluation and analysis of the website for the Ocean Bottle and the prospects of their …

This advice report seeks to improve brand advocacy for Roetz-Bikes in order to increase brand visibility and drive sales. Currently, the main communication issue is the post-purchase phase of the customer journey, during which the customer is not sufficiently engaged with the brand and the corporate …

The following report describes the issues that Medisol B.V. is currently facing regarding their maintenance practices. It shows to which extent may the company increase the total turnover received from the maintenance contracts, while at the same time, reducing the amount of time and money that they …